Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!usa-post Newsgroups: usa-today.ads From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: ads Tue, Apr 28 1992 Date: Tue, 28 Apr 92 05:41:28 EDT Message-ID: 04-28 0000 DECISIONLINE: Advertising USA TODAY Update April 28, 1992 Source: USA TODAY:Gannett National Information Network CAMEL ADS APPEAL TO YOUNGSTERS: A survey of students suggests R.J. Reynolds Tobacco Co.'s controversial campaign for Camel cigarettes is highly effective at reaching young people, especially kids under 13. The survey was conducted for Advertising Age by BKG Youth, a research and marketing company. When asked to name familiar brands, 90% of 8-to-13-year olds named Camel; 73% cited Philip Morris USA's Marlboro. (For more, see special Cigarette package below.) PLANES TO HAVE VIDEO SCREENS: Airlines are installing high-tech video screens that allow passengers to watch movies and shop for duty-free goods. The video machines are potential moneymakers for the airlines, says Michael Perkins of Spafax Airline Network, which produces and sells airline programming. Airlines can charge passengers for extra channels and sell ads on the channels, he says. NEWS IN REVIEW ATTRACTS ADS: Seven major corporations have signed on as charter advertisers to the News in Review, a Russian-language version of the New York Times to be sold in the Commonwealth of Independent States. They are American Express, Archer Daniels Midland, The Coca-Cola Company, Estee Lauder International, Goldman Sachs, IBM, and TWA. The newspaper will also carry ads from the Commonwealth. FIRMS TO RUN 12 FULL-PAGE ADS: All seven charter advertisers to the News in Review will run 12 full-page advertisements throughout the initial six months of publication and will be exclusive advertisers in their respective categories. The New York Times says initial reaction to the creation of a Russian-language edition of its newspaper has been very positive following the distribution of several prototypes. CNN CONSIDERS DAYTIME CHANGE: Due to a ratings drop-off, CNN is considering dropping its daytime schedule and using half-hour talk shows in the morning to appeal to women. CNN has been talking to former NBC "Today" co-anchor Deborah Norville about hosting a morning show. Norville now hosts a radio show on ABC, which she took after NBC fired her. CNN gained viewers during the gulf war but has lost many of them since. `GMA' TO HIT THE ROAD: ABC's "Good Morning America" will hop back on the bus for the May sweeps rating period. Starting May 11, "GMA" kicks off The Great New England Bus Tour. This, on the heels of last November's Great American Southland Bus Tour and last May's Great Heart of America Bus Tour. SAWYER AWAITS WORD: While Forrest Sawyer awaits word on the possibility of working on a prime-time magazine on ABC to air Sunday opposite CBS' "60 Minutes," Sawyer is keeping busy. He'll host "Justice Files" on the Discovery Channel, a show that'll look at real-life crime. `Good Morning America" contributor and Harvard law professor Arthur Miller will also appear. SWIT HOSTS ANIMAL SHOW: "MASH's" Loretta Swit will host a series this fall on the Discovery Channel called "Those Incredible Animals." Also new on Discovery this fall: "Jeopardy!'s" Alex Trebek will host "Heart of Courage," about everyday people who become heroes; and ex-NBC newsman John Palmer will host "Secret Weapons," about military technology. BURKE TO SING OWN SONGS: Delta Burke will star in a new sitcom this fall on ABC called "Delta." Burke, who plays a frustrated woman who moves to Nashville to become a country music star, will do her own singing. Her character "is aspiring, so she doesn't have to be wonderful," Burke says. Burke hopes to have real life country stars guest as themselves. SPECIAL PACKAGE ON CIGARETTE: TEEN-AGERS PICK MARLBORO: A study on the effect of cigarette ads on kids for Advertising Age by BKG Youth was based on questionnaires to 325 8-to-13-year-olds and 175 14-to-18-year olds at a representative sampling of schools across the country. Among teen-agers asked to recall cigarette brands, 83% listed Marlboro, 75% picked Camel. Marlboro is also the top brand among teenage smokers, says the survey. YOUNGER SET CIRCLES CAMEL: Although the brand recognition wasn't specifically linked to Camel ads, the younger students were asked to circle items they've seen in cigarette ads, including cowboys, clowns, camels, cartoon characters, dogs, cats and dolphins. Camels were the top choice, picked by 94%, while 83% chose cowboys, common in Marlboro ads. AWARENESS DOESN'T MEAN USE: Tobacco marketers say their ad efforts aren't aimed at any non-smokers and especially not at underage non-smokers, but rather at adult smokers who might be persuaded to switch brands. But critics complain that both imagery and prevalence of cigarette ads can't help but appeal to youngsters. Spokeswomen at RJR and Philip Morris said awareness doesn't translate into consumption, Ad Age reports. ADS SEEN ON BILLBOARDS: Asked where they most often see cigarette advertising, 46% of the younger set named outdoor boards; 37% named magazines. But 33% said they see cigarette ads on TV, even though tobacco ads have been banned from that medium since 1971. Among the older group, 59% said they see cigarette ads most often in magazines, while 34% cited outdoor boards. (End of package.) Advertising Editor: Ed Kelleher. (1-919-855-3491) Making copies of USA TODAY Update (Copyright, 1992) for further distribution violates federal law. This article is copyright 1992 Gannett News Service. Redistribution to other sites is not permitted except by arrangement with American Cybercasting Corporation. For more information, send-email to usa@AmeriCast.COM